本課程目的在於讓研究所同學瞭解行銷研究之程序與方法，除了介紹行銷研究之設計、問卷資料搜集外，還要研讀行銷管理之相關期刊文獻外，範圍包括：消費者行為、網路行銷、策略行銷及國際行銷等相關領域，透過專業期刊文獻的研討，訓練研究所同學的相關行銷研究執行與分析能力。

The purpose of this course is to enable graduate students to understand the procedures and methods of marketing research. In addition to introducing the design of marketing research and collecting questionnaire data, students must also study relevant journals and literature on marketing management. The scope includes: consumer behavior, online marketing, strategic marketing, international marketing and other related fields. Through the study of professional journals and literature, graduate students can train their relevant marketing research execution and analysis abilities.

1. 吳萬益、林清河，行銷研究，華泰書局。
2. 莊立民、王鼎銘著，企業研究方法，雙葉書廊。
3. 陳苑欽著，多變量分析，雙葉書廊
4. 周文賢著，多變量統計分析，智勝文化出版

1. Wu Wanyi, Lin Qinghe, Marketing Research, Huatai Book Company.
2. Zhuang Limin and Wang Dingming, Enterprise Research Methods, Shuangye Book Gallery.
3. Written by Chen Yuanqin, Multivariate Analysis, Shuangye Bookstore
4. Written by Zhou Wenxian, multivariate statistical analysis, published by Zhisheng Culture